The research also found that customers prefer to use devices they are familiar with, and showed that customer preference for making bookings through a desktop was five per cent higher than through a mobile device.

Abandonment rates have improved by ten per cent in the last year on average but are still high.

The highest achieving sectors were the online gaming and financial services sectors, which each experienced a 25 per cent abandonment rate.

The report recommends investing in the efficiency of mobile apps in the travel sector to reduce abandonment rates, with a particular focus on improving both customer experience and payment security.